Question 1

The two types of errors that can occur in hypothesis testing are known as:

Accepted Answer

A) ho and ha 
B) type A and type B 
C) type I and type II 
D) implicit and explicit 
A) ho and ha 
B) type A and type B 
C) type I and type II 
D) implicit and explicit

Question 2

An experiment or test is used by direct marketers to measure the effect of change. Which of the following questions would a direct marketer use in designing an experiment?

Accepted Answer

A) how many current customers are likely to buy a new product in development? 
B) what do current customers think about the company's current product offerings? 
C) what happens to customer demand when a company raises or lowers a price level? 
D) all of the above 
A) how many current customers are likely to buy a new product in development? 
B) what do current customers think about the company's current product offerings? 
C) what happens to customer demand when a company raises or lowers a price level? 
D) all of the above

Question 3

Which of the following is not a variable cost in a direct marketing campaign?

Accepted Answer

A) cost of goods sold 
B) advertising costs 
C) shipping 
D) allowance for bad debt 
A) cost of goods sold 
B) advertising costs 
C) shipping 
D) allowance for bad debt

Question 4

What calculation do you perform to find the target (in units of goods sold) once you know your target profit margin and your breakeven amount?

Accepted Answer

A) add all fixed costs to all variable costs and divide by production units 
B) subtract variable costs from selling price and divide by fixed costs 
C) add desired profit margin to other fixed costs and divide by margin per unit 
D) multiply breakeven units by target profit margin 
A) add all fixed costs to all variable costs and divide by production units 
B) subtract variable costs from selling price and divide by fixed costs 
C) add desired profit margin to other fixed costs and divide by margin per unit 
D) multiply breakeven units by target profit margin

Question 5

In creating a direct marketing campaign budget, the best means of estimating the budget needed is to take a percentage of the previous year's profits.

Accepted Answer

A) True 
 B)False

Question 6

A twostep direct marketing campaign can best be defined as:

Accepted Answer

A) a campaign where two different segments are addressed sequentially 
B) a campaign where a smaller amount is spent initially, then a higher amount 
C) a campaign where two different media are used in sequence 
D) a campaign where the first step is to get inquiries only; the second to produce a sale 
A) a campaign where two different segments are addressed sequentially 
B) a campaign where a smaller amount is spent initially, then a higher amount 
C) a campaign where two different media are used in sequence 
D) a campaign where the first step is to get inquiries only; the second to produce a sale

Question 7

A good way to increase ROI is to reduce the cost of the marketing campaign.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following represent ways in which a key code could be placed on an order form for direct mail purposes?

Accepted Answer

A) a departmental number 
B) a unique telephone number 
C) an individual's name 
D) all of the above 
A) a departmental number 
B) a unique telephone number 
C) an individual's name 
D) all of the above

Question 9

The concept of a lift can be applied to the measurement of almost any medium.

Accepted Answer

A) True 
 B)False

Question 10

The process by which an order response is tracked back to the original source from which it was generated is known as:

Accepted Answer

A) identifier key 
B) coding 
C) matchback 
D) split test 
A) identifier key 
B) coding 
C) matchback 
D) split test

Question 11

A good reason to conduct a marketing test before rolling out a full campaign would be:

Accepted Answer

A) to test two different versions of an offer 
B) to test whether the campaign can be successful at a specific allowable margin 
C) to see if assumptions about the response rate from a given list are reasonable 
D) all of the above 
A) to test two different versions of an offer 
B) to test whether the campaign can be successful at a specific allowable margin 
C) to see if assumptions about the response rate from a given list are reasonable 
D) all of the above

The two types of errors that can occur in hypothesis testing are known as:

An experiment or test is used by direct marketers to measure the effect of change. Which of the following questions would a direct marketer use in designing an experiment?

Which of the following is not a variable cost in a direct marketing campaign?

What calculation do you perform to find the target (in units of goods sold) once you know your target profit margin and your breakeven amount?

In creating a direct marketing campaign budget, the best means of estimating the budget needed is to take a percentage of the previous year's profits.

A twostep direct marketing campaign can best be defined as:

A good way to increase ROI is to reduce the cost of the marketing campaign.

Which of the following represent ways in which a key code could be placed on an order form for direct mail purposes?

The concept of a lift can be applied to the measurement of almost any medium.

The process by which an order response is tracked back to the original source from which it was generated is known as:

A good reason to conduct a marketing test before rolling out a full campaign would be:

Processes and Applications of Direct Marketing

Database Marketing and Customer Relationship Marketing

Lists and Market Segments

The Offer

Creative Message Strategies

Print Media

Television, Radio and Digital Video

Mobile, Text and Telephone for Marketing

Digital and Social Media

Businesstobusiness B2B

Fulfillment and Customer Service

Environmental, Ethical and Legal Issues

International Direct and Interactive Marketing

Filters

Exam 4: Marketing Analytics: Testing and Measurement

The two types of errors that can occur in hypothesis testing are known as:

An experiment or test is used by direct marketers to measure the effect of change. Which of the following questions would a direct marketer use in designing an experiment?

Which of the following is not a variable cost in a direct marketing campaign?

What calculation do you perform to find the target (in units of goods sold) once you know your target profit margin and your breakeven amount?

In creating a direct marketing campaign budget, the best means of estimating the budget needed is to take a percentage of the previous year's profits.

A twostep direct marketing campaign can best be defined as:

A good way to increase ROI is to reduce the cost of the marketing campaign.

Which of the following represent ways in which a key code could be placed on an order form for direct mail purposes?

The concept of a lift can be applied to the measurement of almost any medium.

The process by which an order response is tracked back to the original source from which it was generated is known as:

A good reason to conduct a marketing test before rolling out a full campaign would be:

Processes and Applications of Direct Marketing

Database Marketing and Customer Relationship Marketing

Lists and Market Segments

The Offer

Creative Message Strategies

Print Media

Television, Radio and Digital Video

Mobile, Text and Telephone for Marketing

Digital and Social Media

Businesstobusiness B2B

Fulfillment and Customer Service

Environmental, Ethical and Legal Issues

International Direct and Interactive Marketing

Filters